Becoming Spectral: Toward a Media History of Ghosting

Abstract

This article contextualizes contemporary forms of digital ghosting by examining how two of its historical precursors—Victorian calling culture and answering machines—have been represented in North American women’s magazines. To do so, we develop mediated avoidance as an analytical heuristic. This concept captures the material, relational and social dimensions of a set of understudied media practices that seek to strategically engage with the gaps that are inherent in all communication, to defer, deflect, or disrupt mediated connections. Representations of mediated avoidance from respective eras were found to reflect different anxieties over the management of the public/private divide. Calling culture relied on unpaid labor to facilitate the transmission of printed messages between bourgeoise women and was constrained by an array of social protocols that regulated interactions along conceptions of propriety. The disconnective features of answering machines, meanwhile, were represented as giving women the upper hand in courtship, as well as providing means for increased productivity and self-care, foreshadowing contemporary justifications of digital disconnection. Concerns over contemporary ghosting are discussed as produced by a spillage of media practices. Ghosting is considered acceptable in feminine-coded spheres like courtship. But it is viewed as inappropriate—sometimes even as signaling a broader social crisis—when it bleeds into other contexts, like when an employee ghosts their employer.